It might have been the lowest-rated since 2010, but the fifty-second Super Bowl still delivered more than 100 million eyeballs to advertisers, and tech firms and their marketing departments were more than ready. Have a look.

Amazon: Alexa Loses Her Voice

As usual, the biggest tech giants sat out for this Super Bowl. Also per usual, the exception was Amazon, which delivered an ad – starring Jeff Bezos himself, no less! – that depicts Alexa losing her voice and a long list of celebrities including Gordon Ramsay and Rebel Wilson fulfilling requests in her stead.

Netflix: The Cloverfield Paradox

In an unpredecendented move, the streaming giant’s newest original movie premiered immediately after the Super Bowl, a feat of unofficial post-game programming that analysts will no doubt closely watch to see if it pays off.

Tax software developer TurboTax is a perennial favourite of the Super Bowl, with this year’s ad campaign making the fear many of its users feel around tax time a bit more literall than usual. (A similar TurboTax ad featured “The Noise in the Attic.”)

Squarespace: Make It With Keanu Reeves

Content management system, integrated website builder, blogging platform, hosting service, commerce platform, and domain name registrar Squarespace has recently banked on the considerable appeal of actor/luxury motorcycle entrepreneur Keanu Reeves to sell its service to the masses, with this year’s Super Bowl spot arguably its most eye-catching yet. (Incidentally, you can see what Keanu made here.)

Telecommunication companies aren’t tech companies per se, but we cover them often enough on CDN, and Sprint’s vision of AI, and the capabilities of chess-playing Android Evelyn, are closer to reality than you might think. (We doubt an actual AI would laugh at your choice of cellphone provider however.)

SoFi: Get There Sooner

Fintech Social Finance, Inc. encourages the recent university graduates among its viewers to step online and use its services to pay down their student debt.

No, it’s not directly tech related (though at the very least its star can probably thank Netflix for the opportunity), but marketers can learn a great deal from this year’s most popular Super Bowl ad, a Tide commercial starring Stranger Things’ David Harbour.

Eric Emin Wood is an Associate Editor for IT World Canada. When not writing about the tech industry he enjoys photography, movies, travelling, and the Oxford comma, and will talk your ear off about animation if you give him an opening.